Ingenieria Industrial

International Marketing Management (EXAMINATION: JANUARY 24TH)
Class 2 (06/10):
Marketing: Where buyers and sellers meet each other.
Weeks 1 and 2:
4. Introduction to International Marketing
4.1. History & Definitions
What is marketing?
* History of Marketing: Started using other words: Advertising, distribution, commerce.
* Marketing was related with lying (now these things areillegal).
* The marketing was misused for a thousand of years (now it has evolved)
* PPPP: product, price, promotion, place.
* Phillip Kotler as “the father of the Marketing” (this is in whom we are going to get focused)
4.2 Definitions:
* “Marketing is a human activity directed at satisfying needs and wants through exchange processes.” –Phillip Kotler
* Marketing is “anorganizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways to benefit the organization and its stakeholders” –AMA, 2003
* Marketing Management is the art and science of choosing target markets and getting, keeping and increasing customers through creating, managing, communicating and deliveringcustomer value” –Phillip Kotler
Words related with Mkt: profitably, social and managerial procces and exchanging value with others.
Marketing Concept: “Be better than the competitors at attracting and retaining customers”
Transactional Relationship

Transaction Database e-Marketing Interaction Network
E-Marketing: Electronic systems (Internet is only apart of it, it’s more than that)

4.3. Scope & Trends
Marketing can be used for:
* Services
* Products
* Events
* Experiences
* Persons
* Places
* Ideas
Can Include:
* Consumers or Business
* Global or National
* Non-Profit/Voluntary/Charitable/Government
* No agreed definition for this ‘independent’ sector
* Focus or ideology other thanfinancial gain (Churches, people who help other people)
Example: Barack Obama using Facebook when he was a candidate.
Trends in Marketing:
* Globalizing
* Outsourcing
* Bench marketing
* Empowering: Customer service (having the power to make decisions without consulting their boss). The services make the difference.
4.5. Issues
* Imagine in society
* Irritation* Invation of privacy
* Ethics
* Unfairness
* Deception or fraud
* Market share is not the only business consideration
* Profit (profitable undertaking)
* Economies of scale
* Customer orientation is futile if they are not aware of their needs/the possibilities.

Class 3 (13/10):
Internationalization Strategies:
Marketing Objectives and Strategy
*General Values
* Key overall aims
* Basic approach
* Culture towards stakeholders

* Company Purpose
* Vision
* Company competence
* Field/Scope of activity

* Company Approach
* Attitude towards innovation
* Leadership style
* Organizational Structure

* Company goals
* As a result of systematic analysis andevaluation

* Privisional Goals
* Marketing, logistics, ets

* Sectorial goals
* Product/price decisions

* Instrumental goals
* Instrumental details for each sector
“Marketing planning addresses how to shape and reshape the company to be better than the competition at attracting and retaining customers at a profit”
To achieve this it is necessary to establishwhere the company is now, how it got there, where is it headed, where it wants to ho, how to get there and so on. The analysis is required (…)
* Have an idea
* Define goals, marketing strategy
* Information of market, competitors, partners, etc.
Inside in internal environment I can make a decision (employee). External environment competitors, partners, politics, customers it cannot be...